CPG buyers want acquisition proof before they move budget into mobility audiences.
A fast pilot can create demand while an overclaimed measurement promise can weaken the first proof point.
Who you’d be doing this for
“I need a pilot my client can fund now, not a case study from someone else's category.”
Adam Ionescu · Associate Media Director
She manages CPG acquisition testing for an agency client and needs a test design she can take to procurement.
What is at stake
CPG buyers are asking for acquisition evidence before reserving budget, and the first pilot pool is capped at $600,000. You must weigh a simple, sellable test against measurement promises that can stand up in the readout.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- fast buyer adoption vs defensible outcome claims
- broad category appeal vs focused learning
- pilot affordability vs expansion economics
- familiar buying paths vs differentiated mobility proof
Why Lyft
Lyft Ads has first-party rider journey signals and Audience Extension capabilities that can be packaged around the acquisition questions CPG buyers now bring to media planning.
Written with these in mind
Not your kind of problem? 66 more at Lyft, or browse every organization.
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.